After six months in production, the institutional film A Smile Connects Us, for the Labordental company – a representative of most of the dental sector in Brazil –, finally saw the light of its screening in a specially-created event to celebrate the company’s 40 years of performance. A mix of corporate video with fictional film (including the use of characters in a narrative story to be followed), interspersed with interviews with the main agents, the film intends to create a one-of-a-kind case for this type of work, an initiative adopted by many brands in order to better communicate with its target-audience.”It’s like a corporate with a soul”, smiles producer Janaina Zambotti, who coordinated the whole process, together with director Emanuel Mendes, since Labordental started the project in September 2016.
“We had a lot of meetings to discuss the idea”, says Janaina – a long monthly research listening to the history and the stories behind the 40 years of Labordental. This research was in charge of screenwriter Rose Miranda, a professional who’s been in the advertising market for many years – she worked for such agencies as J. Walter Thompson –, and today is responsible for Argumento, an engaging-storytelling company working for the corporate world. “There is an institutional vibe to this project”, says Rose. “But it’s not like just one more corporate video, but a fun story to watch, about a company leader who believed in positivity as a business strategy. That is, we grabbed the reality of a professional lived for so many years, with all its ups and downs, and we transformed it into a narrative highlighting one of Labordental’s mottos – the smile as a way of living.”
The film was screened for the guests and professionals alike who gathered for the Sinergia Labordental – a scientific meeting joining several dental specialties, cherishing their interaction, the iteraction between the dentist surgeon and the technician of dental prosthetics, as well as their own interaction with the industry. These are products that science and art turn into functional and asthetic pieces which are responsible for giving their patients their smile back. Besides, there were lectures, meetings and the possibility of interaction via a network formed by professionals from all over the world. And according to Jamile Amorim, from the marketing department of Labordental, and who helped elaborate the strategy with Rose, “the whole idea was to come close to the cinema level, producing a trailer especially for divulging the film for the people of the event.”
The result can be checked out below: